Endeavour Group’s BWS has teamed up with Lion to create the ‘Share a Drink’ campaign, which will give out 20,000 free six-packs of beer in the lead up to summer.
In the campaign, customers who buy two six-packs of XXXX Dry or James Squire Zero will receive their second pack for free. The goal behind this is to celebrate more of the country being able to spend time with friends and family again, as restrictions begin to ease in locked down areas like Sydney.
“Lockdowns and restrictions have made us long for those much needed social interactions. But there is light at the end of the tunnel, and we are celebrating by encouraging Aussies to get together and share drinks with their mates,” said Vanessa Rowed, BWS Head of Marketing.
“We’re passionate about making it easy for Aussies to connect with friends and family and there’s nothing more Australian than connecting over some great beers.”
Anubha Sahasrabuddhe, Lion’s Consumer and Marketing Director, added: “We are super excited that many of us can finally spend more time together in person with friends, and cracking cold ones with our mates, which is why we have thrown in two of our newest and most popular beers.”
The beers in the campaign have been recent success stories for Lion. XXXX Dry was launched last year in the Northern Territory and Queensland, but last month became available nation-wide due to popular demand. Meanwhile, James Squire Zero was launched nationally in August, catering to consumers looking for a full-flavoured brew from a brand they love, without the alcohol.
For this campaign, customers need to create an account with BWS either on the website or app to get their second pack for free at the checkout. The offer is available everywhere except for Northern WA and the NT.
BWS is also asking customers to share the celebration on social media, by posting who they are looking forward to sharing a drink with using the hashtag #cantwaitmate.